MODES OF PERSUASION: ETHOS, PATHOS, AND LOGOS

Lemon Bay High SchoolENC 1101/1102 and AP Language and CompositionMr. Mark Hertz

Directions:

Please take out a piece of paper and a pen or a pencil. Please write your name, the date, class, and title at the top of the paper.

“Modes of Persuasion: Ethos, Pathos, and Logos”

This lesson will consist of the following activities:

Opening warm-up prompt

Lecture on rhetoric, argument, and modes of persuasion

Analysis of texts—Dr. Martin Luther King Jr.

Print Advertisement Analysis #1 and #2

In-Class Essay #1: Print Advertisement Analysis

Goals of this Lesson:

Understand the concepts of Rhetoric, Argument, Persuasion.

Learn the different Modes of Persuasion according to Classical Greek Thought.

Demonstrate the ability to find examples of Ethos, Pathos, and Logos in a sample of texts and advertisements.

Aristotle was a Greek

Philosopher. Born 384 BC.

Died 322 BC.

Introduction to Persuasion (Rhetoric) and Writing Prompt

Thinking Critically: Whenever you read an argument you must ask yourself, "is this persuasive? And if so, to whom?" There are several ways to appeal to an audience. Among them are appealing to logos, ethos and pathos. These appeals are prevalent in almost all arguments.

Introduction Writing Prompt. Please take a moment to answer the following prompts. Please record your responses on your paper. We will share responses and take notes as a class following this prompt.

1. Please list or identify all areas, places, venues, etc. where a person can see, hear, or is presented with information.

2. Next, list or identify the types of information that one can see, hear, read, etc.

3. Lastly, please explain the purpose of at least three different types of information.

Rhetoric = The art of speaking or writing persuasively.

The Elements of Argument

Academic Argument: Takes a stance, presents evidence, and uses logic to convince an audience to accept, or at least consider, the writer’s position.

Persuasion: How a speaker or writer influences an audience to adopt a particular belief.

Audience: The people you are addressing; person reading your paper.

The Elements of Argument—Introduction, Body, Conclusion

Thesis Statement: A single declarative sentence that states your position on an issue.

Evidence: The material—facts, observations, expert opinions, examples, statistics, etc.—that supports your thesis statement.

Refutation: Acknowledging the opposing arguments and then pointing out their shortcomings.

Conclusion: Final statement that reinforces your position.

Definition and Explanation: LOGOS

Greek word. Translated in English = Logic

Logos is a broader idea than formal logic you might study in a philosophy course.

Logos refers to any attempt to appeal to the intellect.

Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos.

Aristotle wished that all communication could be transacted through this appeal:

“But given the weakness of humanity,” he laments, “we must resort to the use of the other two appeals.”

Logos: Common Appeals and Effects

Appeal to Logic

Theoretical, abstract language

Literal (not figurative) meanings or reasons

Historical analogies or examples

Definitions

Factual data and statistics

Quotations, citations, or informed opinions from experts and authorities

Effect of Appeals to Logos

Evokes a cognitive, rationale response

Demonstrates author's reliability, competence, and respect for the audience's ideas and values through reliable and appropriate use of support and general accuracy

Marcus Tullius Cicero

Following the death of Julius Caesar, Marcus Tullius Cicero became one of the most powerful

men in the Roman Empire. He was the leader of the Roman Senate and opposed Rome being

ruled by a king (Caesar).

Definition and Explanation: ETHOS

Ethos is related to the English word ethics, however in persuasion it refers to the trustworthiness of the speaker/writer.

Ethos is an effective persuasive strategy because when we believe the speaker, we are more willing to listen to what they have to say.

For example:

When a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what s/he is talking about.

Aristotle claimed that one needs to appear both knowledgeable about one’s subject and benevolent.

Cicero said in classical oratory, the initial portion of the speech was the place to establish credibility with the audience.

Developing Ethos and Its Effects

To Develop Ethos

Language appropriate to audience and subject

Restrained, sincere, fair minded presentation

Appropriate level of vocabulary

Correct grammar and speech

Effects of Appeals to Ethos

Evokes a feeling of trust for the speaker or author.

Those who read your work or listen to you speak will feel comfortable with you.

This will make it easier for them to accept what you say as the truth, or at least seriously consider your proposal or statements.

Definition and Explanation: PATHOS

Pathos is related to the words pathetic, sympathy and empathy.

Whenever you accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos. They may be any emotions: love, fear, patriotism, guilt, hate, or joy.

A majority of arguments in the popular press are heavily dependent on pathetic appeals.

The more people react without full consideration for the WHY, the more effective an argument can be.

Pathos can be manipulative, but it is the cornerstone of moving people to action.

Many arguments are able to persuade people logically, but the apathetic audience may not follow through on the call to action.

Cicero encouraged the use of pathos at the conclusion of an oration, but emotional appeals can be used at any point of an argument.

Appeals and Effects of Appeals to Emotion

Appeals to Emotion

Vivid, concrete language

Emotionally loaded language and tone

Connotative (Implied) meanings

Figurative language (metaphor)

Emotional examples and detailed descriptions

Narratives of emotional events

Effects of Appeals to Emotion

Evokes a feeling of sympathy.

Your audience will be moved by you in some way.

By triggering the emotions of your audience, you are exploiting the tendency of humans to think quickly and irrationally, or thinking with the heart, not the mind.

Lesson 2: In-Depth Analysis—Martin Luther King Jr.

Directions: In-Depth Analysis—Martin Luther King Jr.

Lesson Plan:

You will break into groups of three and complete an activity with excerpts of three different texts written by Martin Luther King Jr.

Each group will be given one handout, then as a class we will read the introduction.

Next your group will read each of the texts, discuss them, and then answer the questions that are posed at the top of each page. You will record your answers on the worksheet and you should answer using complete sentences. Use specific examples from the text to support your answers.

You will then choose one of the texts and record your responses on a white board to share with the rest of the class.

At the conclusion of the activity, each group will clean your whiteboard and put it away, and turn in your groups packet of work. Please make sure all group members names are on the packet and your work is complete.

Lesson 3: Print Advertisement Analysis #1 and #2

Lesson Plan

1. Handout “Quiz: Print Advertisement Analysis”

2. Each student will be given an advertisement to analyze.

3. Complete the quiz. Please take your time and answer each question using complete thoughts and complete sentences.

4. At the conclusion of the quiz, students will trade papers (with the ad) and grade their classmates. Time permitting, we will do this twice.

5. Students will turn in their work to the box in the back of the room and return their advertisements to the instructor.

Lesson 4: In-Class Essay—Print Advertisement Analysis

Your instructor will return your two print advertisement analyses. You must choose one and write a text (visual) based argumentative essay or ad analysis (500 words).

Your essay must have an introduction paragraph (attention getter, background, and thesis), two to three body paragraphs (contain evidence to support your thesis), and a conclusion paragraph.

Your essay must be word processed and in proper MLA format. You must properly cite your work in text. Since this is an in-class essay, you do not need a works cited page.

You should use your responses on the print advertisement analysis quiz to help you with your essay.

You will have a total of 60 minutes to complete this essay.

You should print a hard copy of your essay as well as upload a copy to your respective Google Classroom assignment page.